The world has closed in on Gen Zers. Unable to meet up with their friends and confined to their neighbourhoods, much of their social interaction has moved online. But beyond facilitating day-to-day conversations and hang-outs, the internet is also being used as a vehicle to escape the dull realities of the outside world. 

 say they use social apps to express themselves creatively, with some turning to Instagram during the pandemic to showcase their identities through their wardrobes (perhaps hoping to get noticed by 

). Meanwhile, some people are pretending to be 

 on Facebook, participating in dedicated roleplay.

For members of this young cohort, the ability to express oneself creativitely is just one expectation of digital spaces. With 

 saying that online community support is very important to them, internet-based groups are proving useful in keeping teens and young adults (especially those from minority or marginalised backgrounds) connected while they’re geographically dispersed. The 

 provides LGBTQ+ youth the chance to explore their identity in non-queer-exclusive spaces, while Club Quarantine offers a safe space for clubbers around the world to party together.

Social media channels are central to how young people explore their digital identities, with 

 saying their preferred use of social media is posting images online. Visual-heavy platforms are giving the tools for them to experiment and align with subcultures that resonate with their creative interests. 

 has sustainability as one of its core drivers, influencing how Gen Z adherents style themselves, and the culture of 

 fosters an open and welcoming space for virtual play.

Having emerged from Tumblr and established a presence on TikTok, the cottagecore subculture has seen young Americans go online to post pastoral aesthetics and participate in activities that are more common in rural areas. But what exactly is driving Gen Z’s interest in quaint lifestyles?

Cottagecore: quaint, kitsch-loving Gen Zers

TikTok’s challenges and tutorials have become an integral part of digital life for Gen Zers, inspiring many of them to recreate intricate dance routines in their bedrooms or out in public spaces. But why is this form of expression so popular on the platform? And how can brands get involved?

Why are Gen Zers using dance to communicate?

Corporate rebrands abound, and audiences are constantly bombarded with new brand launches and a never-ending pile of names to remember. To better understand how brands can strategically use language to their advantage in capturing attention, Canvas8 spoke to marketing researcher Dr. Tanvi Gupta.

The more, the better!? The science of plural brand names

Double A, Thailand's leading paper-maker, is looking to prove the power of paper in the digital age by distributing positive hand-written messages to strangers on their daily commute. The campaign targets digital native Gen Zers, tapping into analogue media’s ability to foster connections.

Double A taps into Gen Z's nostalgia for analogue media

Supper clubs are offering an alternative to the restaurant experience without skimping on quality. In an age defined by digital interactions, some Britons are becoming exhausted by the pervasiveness of screens and are looking for more opportunities to connect IRL over a hearty meal.

How Britons are using supper clubs to beat digital fatigue

According to Nielsen, the 2000s-era TV series Gilmore Girls receives an annual rise in streaming views every autumn. As people seek nostalgia, comfort, and communal celebration, brands have the opportunity to craft campaigns and activations around the show's fall-coded narratives.

Gilmore Girls spotlights enduring cozy fall vibes

In an era of declining consumer trust, an increasing number of brands are embracing strategic self-deprecation to help cut through noise. To better understand how a self-aware approach can help win over sceptical audiences, Canvas8 spoke to consumer psychologist, Vaishnavi Kale.

Who, Me?! The science of self-deprecation

Washington Post owner Jeff Bezos has defended his newspaper's decision to stop making presidential endorsements, saying the move could help restore public trust in the media. However, the immediate effect has instead been greater divisions and increased skepticism of news outlets.

Washington Post polarizes subs due to endorsement snub

Virgin Atlantic introduces BSL-trained crew, addressing communication concerns for deaf and hard-of-hearing passengers. This allows marginalised travellers to feel supported and gives them autonomy and confidence to navigate a world that is often not the default for individual nuances.

Virgin Atlantic meets deaf needs with BSL-trained crew

Want to understand shifting masculine hero narratives? Struggling to get a grip on how to talk about and depict ‘maleness’? Explore our Deep Dive on masculine archetypes in 2024.

2024 Deep Dive on Masculinity 

As generational assumptions shift, brands have a unique opportunity to connect with Boomers by going beyond stereotypes and generalisations and truly understanding what they want. Our Spotlight explores how can brands help Boomers find more intensity in their Third Chapter.

Spotlight on: Boomers in the new age

Emerging technologies are reshaping creative processes, highlighting a tension between digital tools and a growing desire for authentic, human-driven output. Canvas8 spoke to cultural insider Sorrel Salb to explore the current trends and developments that are impacting the creative community.

Sorrel Salb on the impact of tech on the creative community

Apple’s fall from the top spot in China’s smartphone market is being attributed to economic difficulties, the introduction of comparable tech from domestic brands like Huawei, and a desire for local products. This combination portends a challenge for other premium international brands in the market.

Demand for local brands hurts Apple sales in China

Kraft Heinz is leading with loud chewing for the launch of its frozen quesadillas, getting people's visceral reactions to get them engaged. This campaign highlights how sensorial and memorable experiences may attract people's attention and how brands can make things fun.

Kraft leans into sound for crunchy frozen line

Gamification makes app use a habitual part of daily life, but as people spend more and more time within app ecosystems, the lines between escapism, ease and addiction are beginning to blur. Our Spotlight on gamification asks: how can brands use gamification to create new value and purpose for customers?

Spotlight on: Gamification for good

Glossier has launched a series of billboard and digital ads urging voter registration in key swing states ahead of the US election. As it becomes increasingly difficult for brands to dodge the crossfire of polarization, the campaign makes a case for doubling down on a clear brand purpose.

Glossier reaffirms brand politics in pre-election push

A revamped Mountain Dew logo reflects a shift from extreme solo vibes to outdoor fun with friends. Post-pandemic, people are rediscovering nature and seeking affordable time with each other. Brands are adapting, offering products and experiences that support these lifestyles and preferences.

Mountain Dew's brand refresh stresses nature and friends

A Heinz advert for its “family-size” pasta sauce has received backlash for allegedly perpetuating the racist stereotype of the absent Black father. People are demanding greater social and cultural fluency and responsibility, meaning harmful advertising can no longer fly under the radar.

Heinz ad faces backlash for "racist stereotyping"

Service provider Optus is doubling down on its commitment to the Australian small business community with its new campaign. As many owners struggle with the economic challenges of running a small business, the company shows an empathetic understanding and provides tangible support. 

Optus goes 'All In' on supporting Australian SMEs

Twitch streamer Ironmouse, known for her signature anime avatar, has broken the record for most subscribers. As trust in public figures declines, relationships with influencers are changing, and increasingly, people are seeking out emerging icons who break the mold, do good, and feel relatable.

Ironmouse becomes most subscribed-to streamer on Twitch

The "After Hitler" exhibition in Bonn examines the history of a post-Hitler and post-holocaust Germany as the far-right populist party Alternative for Germany gains momentum. Amid Europe's polarised political climate, brands can build bridges and foster healthy political discourse.


"After Hitler" exhibition reflects on Germany's politics

Photographer Guillaume Blot’s exploration of authentic French bistros highlights a growing yearning for comfort, stability, and slower-paced lifestyles. The resurgence of Caffs and McDonald’s nostalgic ads shows how brands can tap into people’s desire to escape modernity by connecting them to past eras.

Photographic series "Rades" taps into French nostalgia

Palestinian journalist Bisan Owda received an Emmy for her documentary chronicling life in Gaza amid the ongoing occupation. Owda faced a campaign to have her nomination rescinded, but her win highlights how alternative voices can challenge the mainstream while still reaching broad audiences.

Journalist wins Emmy for on-the-ground reporting in Gaza

Fair Luxury x The Goldsmiths' Centre taps ethical responsibility in luxury jewellery. The partnership responds to people's growing demand for eco-conscious offerings and ethical responsibility, aiming to set high standards of transparency from jewellery providers.

Ethical jewellery collective spotlights eco-values

In the US, restaurants are increasingly adopting artificial intelligence hosts to address high volumes of customer phone calls. As AI grows in ubiquity, people continue to grapple with the tensions and uncertainties surrounding the impact of AI in society and everyday life.

More US restaurants using AI hosts to answer phone calls

Research has disproved the 'go woke, go broke' catchphrase, showing that inclusivity in advertising has a positive brand impact. As polarisation grows, many brands have taken a step back from signalling support for social causes, but this research further demonstrates the benefits of taking a stand.

Research proves positive brand impact of inclusive ads

A new Virgin Active campaign takes aim at unlicensed wellness advice, urging people to “leave the cult” and “join the club” when it comes to health. As people grow weary of fleeting wellness fads, they’re seeking a more accessible approach to fitness that centres self-care before self-optimisation.

Virgin Active targets harmful fitness fads

After AI-generated images of Taylor Swift supporting Donald Trump swirled the web, the singer officially announced her endorsement of Kamala Harris and condemned the spread of misinformation. As the political stakes get higher, people are increasingly expecting celebrities to do their part.

Taylor Swift declares support for Kamala Harris

Amid the rising popularity of microdramas, brands like KFC are increasingly embracing microdrama marketing. Through its "Reincarnation: Don’t Mess with the Foodie Empress”, KFC fosters more genuine connections with viewers through engaging branded content.

KFC releases microdrama for genuine connection

Video games are becoming a strategic tool in elections, with figures like Donald Trump using gaming spaces to engage voters. Despite some controversy, this shift signifies that diverse digital platforms, including games, could significantly shape future election strategies and voter engagement.

Video games emerge as key tool in election strategies

After being discontinued in 2017, J.Crew is bringing back its catalog – a once-beloved staple of 90s American style. In a bid to escape the digital deluge, people are seeking out slower and more intentional modes of consumption, finding a sense of grounding in the analog.

J.Crew catalog re-launch taps analog newstalgia

Prada has launched a hotline connecting callers with writer Miranda July to recreate the conversations at the heart of their latest campaign. With the lines between artist and audience blurring, people are seeking more participatory ways to engage with media and get a peek behind the scenes.

Prada campaign lets fans join the conversation 

Research has found that social media posts of a destination can make the spot less appealing to other visitors. With digital discovery placing much of the world at our fingertips, exclusivity is harder to attain, and people are looking for choices off the beaten path to signal their individuality.

Destination selfies deter potential visitors

Brazil has blocked access to social media platform X after Elon Musk failed to meet legal requirements, furthering debates over free speech and misinformation. While many users have migrated to alternatives like Threads and Bluesky, the ban has left Brazilians feeling disconnected.

Brazilians feel disconnected following X blockade

How will AI impact creativity in 2025? What challenges are shaping perceptions of reality, fiction, and branding? How should brands adapt to evolving privacy preferences and authenticity demands? Three industry leaders explore the key factors that will impact the communications industry next year.

2025 Expert Outlook on Communications

Nintendo's success is rooted in its ability to evoke nostalgia, leverage IP, and build hype. By strategically tapping into its iconic franchises, collaborating with brands, and focusing on quality, Nintendo has cultivated a loyal fanbase and positioned itself as a leading player in gaming.

How Nintendo used nostalgia to become the UK gamer go-to

In a stagnating toy market, LEGO has managed to remain relevant in modern times. Enjoyed by both adults and kids alike, the beloved bricks demonstrate how to engage cross-generational fans across multiple platforms through contemporary collaborations and consumer co-creation.

How LEGO engineered enduring appeal in the digital era

Down under, Australia is feeling the pinch of the cost of living crisis. While tightening their belts, they’re also manifesting their aspirations online through Pinterest – surpassing half a billion users in 2024. What does this exhibit about what Aussies are looking for in online platforms?

How Pinterest inspires Aussies through lifestyle curation

Instagram has released a new slate of text-based creative tools for users to apply across their content on the platform. The update is yet another step in Instagram’s active transformation into a more creator-centric platform, offering a variety of tools designed to appeal to content creators.

Instagram update courts desires for creative flexibility

Telegram groups have been spreading nonconsensual deepfake sexual images across South Korea, and the authorities have vowed to crack down on these sex crimes. Technology offers ample opportunity for abuse, and platforms like Telegram need to find a way to protect their users. 

Korean authorities to crack down on digital sex crimes

Software with voice input, accessible on phones, is helping foreign workers at a nursing home in Japan. The tech aims to clear the language barrier and reduce its staff’s workload. As expectations of employers increase, support and upskilling can lead to greater satisfaction and retention of staff.

Tech supports foreign staff in Japanese nursing home

Feeld, a dating app catering to the vastness of human experience and relationships, sponsored an off-Broadway play called Pretty Perfect Lives. As many grow tired of being bombarded with advertising content, sponsoring cultural production is a more organic, grassroots way of reaching audiences.

Feeld soothes ad fatigue with off-Broadway sponsorship

Survey data shows that American Gen Zers are increasingly relying on social commerce for their holiday shopping sprees. In line with young people’s changing festive shopping habits, there’s an opportunity to get creative with interactive immersion to augment the joys of holiday gifting.

Gen Z take social-first approach to holiday shopping

TikTok creators are taking part in debates on the platform in the run-up to the US presidential election. These ‘political battlers’ are building new modes for political engagement and making up to $7000 a month through virtual gifts, but concerns remain about moderation and misinformation.

'Political battlers’ mix democracy with entertainment

M&S’s back-to-school campaign, ‘School Happens,’ captures the everyday chaos of school life. By focusing on the durability of its uniforms, M&S taps into parents’ focus on quality and value, offering a relatable take on what kids – and their clothing – really go through during the school year.

M&S shows durability and value in back to school spot

Indians are increasingly drawn to exclusivity, customisation, and status when it comes to their gadgets, opening doors for high-end phones and specialised services. Leading this shift in the country are brands like Apple and Samsung, which are considered luxury products.

How are phones transforming into personal assets for Indians?

As the ‘demure’ trend continues to take the internet by storm, Netflix has tapped the viral creator responsible for the TikTok phenomenon for a partnership. While numerous brands rushed to hop onto the trend and make it their own, Netflix chose to go directly to the source.

Netflix taps viral creator to curate 'demure' collection

Apple's new short film, The Relay, showcases athletes of all abilities competing side by side, with disabled athletes using accessibility features to assist in their preparation. The film highlights elite athleticism and the importance of inclusive, convenient technology.

Apple showcases athletic diversity in latest campaign

The internet has become obsessed with being ‘very demure, very mindful’ after creator @joolieannie showed followers how to be demure at work. Despite its satirical origins, the trend speaks to young people’s interrogation of tradition, even if they’re complying with the conventions they poke fun at.

'Very demure' gives workplace culture a viral glow up

Olympic diver Tom Daley is the face of Malibu's water safety campaign, addressing research that shows many Brits drink before swimming. The initiative combines video messages and custom products to promote responsible behaviour around water, highlighting the dangers of mixing alcohol and swimming.

Tom Daley and Malibu target water safety with summer ad

After merging with Virgin Media to become one of the UK’s go-to mobile and broadband brands, O2 has adopted smart marketing strategies and a focus on customer care to capture the market. What does its approach tell us about supporting Britons and deepening connections amid financial hardship?

How O2's community care efforts aid burdened Britons

Noplace is a social media app that has captivated the hearts and minds of socially curious Gen Zers. By providing a platform for creative expression and a valuable way to connect with friends, it evokes nostalgia for early internet communities and fulfills a desire for authentic interaction.

How social platform Noplace is bringing joy to Gen Z

Videos of Gen Y parents hilariously struggling to converse in Gen Alpha lingo are making the rounds online. As younger generations’ niche slang enter the mainstream, there’s an opportunity for brands to play the role of translator and help parents bridge the gap in understanding.

Gen Alpha slang is impacting parent-child dynamics

The Indian government proposed and quickly withdrew a bill targeting influencers, raising concerns about digital freedoms. With social media enabling decentralised and more open forms of news reporting, new tensions are likely to arise between state-sponsored media and creator culture.

Broadcasting bill raises transparency concerns in India

Reddit has seen a surge in daily active users in the second quarter of 2024, driven largely by its popularity as a user-generated search engine. As faith in legacy social media wanes, a post-platform era is taking shape, and users are increasingly seeking out smaller, community-based online spaces.

Reddit’s UGC focus appeals to authenticity-seeking users

Ahead of the Global Plastics Treaty negotiations, Greenpeace has launched a campaign calling out global leaders complicit in plastic pollution. People are searching for ways to streamline their recycling habits, and brands can stand out by highlighting the importance of collective participation.

Greenpeace spotlights urgency of collective action

An entertainment company has introduced a new benefit to encourage people to explore and expand their social lives comfortably. As people prioritise personal relationships and expect workplaces to offer holistic benefits, this move highlights the creative ways employers can retain talent.

'Tinder Leave' offers employees social life perks

Overwhelmed by tech dread and isolation, Gen Z is seeking quality connections with an offline element. Enter online communities that help people bond over shared interests and facilitate IRL meet-ups. How are these groups bringing back lost third spaces, and how can brands get involved?

How young people find communities in online third spaces

Right-wing rioters turned to Telegram to organise and spread misinformation. With mainstream social media platforms under scrutiny for their role in monitoring and mitigating the spread of disinformation, the use of Telegram speaks to a hacker mindset when it comes to subverting safeguarding online.

Right-wing rioters hack social safeguarding via Telegram

Across the US, climate disasters fueled by Big Oil will be shown on billboards in California, New York, Arizona, and Philadelphia as part of the Make Polluters Pay campaign. With greenwashing a major concern, direct communications can cut through cynicism while holding polluters to account.

OOH billboards reflect new expectations of climate comms

Credit Karma reports that US Gen Zers continue to be influenced by social media when it comes to overconsumption, but they’re also resisting the allure of influencer-driven purchases. As brands navigate these tensions, there’s an opportunity to invest in non-paid UGC to drive long-lasting loyalty.

Young Americans fight back against overconsumption

Google is trying to tackle the problem of deepfakes on its search engine, limiting results for nonconsensual imagery – an area which has seen an explosion as a result of new AI technologies. Regulations have been slow to tackle the problem, pointing to a greater need for better protections.

Google tackles deepfake concerns with regulation

Triggered by misinformation around anti-immigrant sentiment, a series of riots erupted across Britain in early August, with protests taking place over a dozen cities throughout the UK. With tensions already high, this incident marks a new era in the salience of political disinformation in the UK.

Disinformation online spurs xenophobic riots in Britain

A study has found that online memes (specifically ones revolving around coconuts and Mario Kart) are driving major positive sentiment towards Kamala Harris and benefitting her campaign.The memefication of politics on social media is emerging as a way to engage younger voters in the 2024 election.






Memes support major increase in Kamala Harris sentiment 

Indian Edtech juggernaut Vedantu offers services such as preparation for competitive exams and traditional academic disciplines. Bridging the gap associated with rural India’s internet infrastructure, the brand is implementing hybrid learning approaches that blend online and offline education.

How Vedantu rethinks hybrid learning for Indian students

Visual references are an integral way that Gen Zers express themselves, with memes being a central language for humor, political engagement, and generally processing the world. Leveling up their love of absurdism, Gen Z is taking its penchant for post-irony to new levels courtesy of meme tattoos. 

Gen Z elevate their post-irony stance with meme tattoos

After backlash from Israel for featuring Palestinian supermodel Bella Hadid in its SL 72 campaign, adidas has removed Hadid from its adverts and released a public apology. The move has stoked debate online as the humanitarian crisis in Gaza continues to drive division.

adidas sparks backlash from Israel for Bella Hadid ad

Communications

Gen Zers are looking to creatively share their identities online

With schools shut and regular haunts deserted, Gen Z’s opportunities to express themselves IRL have diminished. In turn, many have chosen to channel their creativity through digital platforms, using social media to share their identities with close circles and wider networks.

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